360
Case 11–2
The airline industry has a high operating leverage. This means that fixed costs
are a large part of the cost structure. The break-even volume is around 66% of
capacity. When the volume falls below 66%, the industry loses money. As the
percentage increases above 66%, the industry becomes very profitable. There is a
change in passenger volume. However, this is unlikely. The revenue from price
increases would need to increase faster than the lost revenue from lower traffic
volume for a price increase to lower break-even. To raise ticket prices, the airline
would have to minimize the impact on lost volume. This might be possible for fare
increases targeted to business travelers that need to fly anyway. The airline can
economies of scale. For example, an airline could consolidate three flights de-
parting in the morning from Tulsa to Dallas into just two flights departing in the
morning. This would reduce the airline’s costs but would increase the airline pas-
sengers’ inconvenience. This strategy works only if there is little loss in revenue
by going to two flights, meaning that the people bumped from the third flight go
to the other two, rather than a competitor. Alternatively, an airline flying into
LaGuardia and Newark airports in the New York metropolitan area might decide to
fly into only one of the terminals in order to reduce ground-related costs. Again,
this strategy would only be successful if there was little loss in revenue relative
to the cost savings.